Re: Marketing Cohousing | <– Date –> <– Thread –> |
From: Joaniblank (Joaniblankaol.com) | |
Date: Wed, 5 Apr 95 02:31 CDT |
When I asked this list for some one-or two sentence "definintions" of cohousing for possible use when talking to those who had never heard of it I got several good answers, which I will compile someday and post here, but my favorite was "cohousing is a block party that never ends." But seriously, Bill, (and others who would like to give the explanation problem some attention) I do have a couple of ideas for marketing language that I'll float here. One involves breaking marketing rule I once heard about avoiding negativity and playing up the negatives, i.e., what cohousing is not. You could tackle three or more common misperceptions in one text. "When we talk about cohousing, people often assume we are referring to a condo complex, a religious or intentional community, a retirement community or a yuppie commune. But we are none of the above: * Unlike a condo complex we are very close to our neighbors, we share lawnmowers, play space, washing machines, child care and several dinners a week in our spacious common dining room. * Unlike a yuppie commune we (each household) have our own private residences--yes, complete with private kitchens and baths, bedrooms and living rooms. * Unlike most intentional communities we do not share any political or religious orientation, although we all share the intention of living more "in community" than any of us experienced growing up. * Unlike a planned community--planned by a developer or someone else--we, the future residents, do the planning. The developers, architects and builders work for and with us, and we often start the planning even before we have a site to build on. * Unlike a retirement community, we are inter-generational. Folks currently living in CoHousing range from newborn to 85." Another idea: (The more personal your markenting materials the better). The core group in Santa Rosa, CA has put together a wonderful looseleaf notebook which appears at every gathering in which each household has at one or pages introducing themselves to each other and to newcomers/inquirers. They write about their work, hobbies, special interests, and about why they are commited to making cohousing a reality for themselves. They introduce their children (if any) and include some family or individulal snapshots. I think a very pared down version of this with just one short paragraph about each household (not even using real names if people prefer to be anonymous) would fit on a single letter-size sheet and would be a great marketing tool. P.S. We have the same problems explaining ourselves in "progressive" California as you have in conservative Massachusetts. And incidentally, planners, developers and bankers aren't all that different on the left coast either.
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marketing cohousing Judy, October 8 1993
- Marketing cohousing BILL ZAHAVI, PERF. EXPERTISE CENTER (DTN: 227-3182), April 4 1995
- Re: Marketing Cohousing Joaniblank, April 5 1995
- Marketing CoHousing Zpaiss, April 8 1996
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